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Scalable Content Strategy: From Nice Idea to Viable Vision

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You've enjoyed some success with implementing a content strategy for a product, channel, or market. Now, imagine repeating that success. How do you make your content strategy scale across products, brands, channels, markets, and more? It's a question that often brings up many, many, MANY more questions for midsize and enterprise organizations.

Published in: Business

Scalable Content Strategy: From Nice Idea to Viable Vision

  1. 1. Scalable Content Strategy from Nice Thought to Viable Vision Colleen Jones, @leenjones
  2. 2. Promising Pilot Scalable Success 2
  3. 3. Promising Pilot Scalable Success 3 36% Increase in Weekly Sales
  4. 4. The 2 Es of Scalable Content Strategy e valuation
  5. 5. WHAT IS CONTENT EVALUATION? It’s a constant, ongoing assessment of whether your content is working and why. 5
  6. 6. GREAT EXPECTATIONS FOR CONTENT
  7. 7. • 11% of mobile users entered through photo pages. • 60% of users bounced. WHY?
  8. 8. WHAT’S WRONG WITH THIS CONTENT?
  9. 9. WHAT’S YOUR BIGGEST FRUSTRATION WITH EVALUATING CONTENT?
  10. 10. 10 FIND TOOLS TO AUTOMATE THE GRUNT WORK Tool Gap Assessment ! contentwrx.com/content-evaluation
  11. 11. 11 Content Evaluation Framework 3 PILLARS OF SMALL DATA SUCCESS
  12. 12. 12 actionable content intelligence contentwrx.com
  13. 13. The 2 Es of Scalable Content Strategy ngineering e valuation
  14. 14. WHAT IS CONTENT ENGINEERING? It’s planning the technology to deliver the right content. 14 CONTENT PEOPLE TIME CHANNEL
  15. 15. ENGINEERING PERSONALIZATION
  16. 16. 16
  17. 17. ENGINEERING PERSONALIZATION? CONSIDER ACROSS CHANNELS… What are the OPPORTUNE MOMENTS to personalize? 17
  18. 18. OPPORTUNE MOMENT for personalization Post Purchase Email Product Tips Related products Related condi:on
  19. 19. ENGINEERING PERSONALIZATION? CONSIDER ACROSS CHANNELS… What are the OPPORTUNE MOMENTS to personalize? Is your content ARCHITECTED to reuse in those opportune moments? 19
  20. 20. ARCHITECTING CONTENT FOR OMNICHANNEL REUSE 20 PRODUCT DESCRIPTION WEB + OFFICE COLLATERAL SEARCH RESULTS PERSONALIZED NEWSROOM UPDATE CUSTOMER WEB PAGE PERSONALIZED FINANCIAL ADVISOR EMAIL NOTICES WEB PAGE
  21. 21. IS YOUR CONTENT ARCHITECTED FOR THE FUTURE?
  22. 22. QUESTIONS? Colleen Jones @leenjones

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